This master's thesis explores how much has the national brand of Great Britain changed in approximately last 20 years, more specifically from Tony Blair to Brexit, and how did events such as the death of Lady Diana, Royal weddings, Olympic games in London, marketing campaign GREAT, jubilee of Queen Elizabeth II. and Brexit positively or negatively influence the brand. Using quantitive analysis, precisely online questionnaire, based on 80 examinees, we investigated how they experienced changing of the brand during above mentioned events, what is their current perception of the brand of Great Britain and would they change anything about it, furthermore what strenghtens it the most and what is their opinion how foreigners percieve the British brand. With the survey we found out how the British and other citizens feel about the brand of Great Britain, what ruined the identity and iamge of the country, which problems are currently most important and how they can better the brand in the next few years. What the results showed is that the British brand has a very narrow focus whose borders need to expand, as well as highlight certain segments such as art, gastronomy and tradition which until now did not have a chance to be under the spotlight. Even though a bit fragmented, the British brand is still quite strong on the global scale and by finding solutions to current economical and social problems, it will only get stronger in the future.